Melona·Crab Chips·Banana Flavored Milk and Many Other Products Are Actively Exported to 30 Countries
Binggrae Co., Ltd. is a leading producer and exporter of processed foods in Korea. It has captivated the tastes of overseas consumers around the world. The company’s catchphrase is “A Messenger Delivering Health and Happiness with a Bright Smile.”
Since the company made its first steps in the processed foods business in 1967, it has been building on the concept of “safety through quality” and has obtained the HACCP (Hazard Analysis and Critical Point) certification for all its high quality products offered to foreign consumers - ice cream, milk drinks, snacks, and many others.
Registered in Online Encyclopedia Wikipedia, “Melona”
The long, square-shaped ice cream bar of Korean origin announced the beginning of Hanryu (Korean culture wave) when it arrived in Southeast Asia, North America, and South America and immediately earned huge popularity.
This creamsicle is “Melona.” Thanks to word of mouth among the foreign tourists who visited Korea and were attracted by the ice cream’s unique taste and cool flavor, Melona became a sensation in the world ice cream market. Its overseas sales last year amounted to USD$11.2 million. What’s more, an entry for Melona was created in the online encyclopedia “Wikipedia.” The number of fans of Melona is increasing fast through the worldwide social network service Facebook.
Under the goal of “glocalization of Melona,” Binggrae has developed the creamsicle in several tastes. In addition to classical melon, it now comes in strawberry, banana, mango, waffle, and several other tastes and is exported to over 30 countries. Within the first seven months, the sales of Melona in the Southeast Asian markets - Hong Kong, Taiwan, and Singapore - ranked No. 1 among imported ice creams. Melona is also very active in promoting Korean ice cream to tourists in Hawaii. Since Melona started selling in Manhattan last July, many New Yorkers have also come to enjoy it.
In Brazil, the largest market of South America, Melona is coming into the spotlight as a new dessert culture of the Brazilian people. There is a renowned flea market in Sao Paolo called “Liberdade.” The food store or coffee shop standard differentiating between a hot spot and a drop-off in this market is very simple: it’s a freezer with Melona on display or no such freezer.
In other words, people in Brazil think that the food stores that do not carry Melona are not for young consumers and not popular. In spite of a somewhat high price (about USD$1.72 per a bar), it sells like hot cakes all summer, which in Brazil begins in February.
The Strongest in the Russian Imported Snack Market, “Crab Chips”
Another global bestseller of Binggrae, “Crab Chips”(Kkotgerang in Korean), first became known to Russian consumers though the traders who traveled between Vladivostok and Korea in the early 1990s. Before that, seafood was a rarity in the local market, and there were hardly any other snacks but potato chips. When Binggrae’s Crab Chips started to sell in Russia, the consumers who were longing for seafood were fascinated with the product because of its unique points such as a crab meat taste, unusual shape, and low cost. Crab Chips are generally used as a side dish to beer among young Russian people, and it is a snack that no Russian family fails to take to the “dacha” (part of Russian leisure culture, a country house or villa used as a seasonal or year-round second home).
Hanryu with the Taste of Banana,
“Banana Flavored Milk Drink”
Binggrae is exporting a Banana-flavored milk drink to 10 countries including the US, China, and the Philippines. The product was first exported to overseas markets in 2004 under the concept of “milk in a pot.” This yellow milk drink is very popular with overseas tourists who visit Korea: every year its sales are up by over 50 percent during the so-called “golden week” (an extra-long holiday in China and Japan, between April and May). Because of the growing popularity of the product, Binggrae has recently changed the packaging from plastic to tetra pack in order to expand its exports. Tetra pack can keep its content at room temperature without cold storage for a long time - over three months. So Binggrae hopes that the milk drink will explore the Middle Eastern and Southeast Asian markets. Last June, the company succeeded in the Japanese market by entering 8,000 stores of the major convenience store company Lawson. Binggrae expects that with this step the banana flavored milk drink will open a new market worth USD$26 million.
Park Sung Eun email@example.com
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